Whether it’s through auditing copy through one of my website audit services, or editing copy through my VIP Day service, I’ve seen a lot of DIY copy from business owners.
Copywriting is hard! I get it.
What can feel so easy and intuitive when you’re reading it on the page can actually mean hours of research and years of skill-building to sound convincing enough to get people to buy.
So if you’re a business owner attempting to write your own copy, I salute you.
And if you’re making mistakes? Chances are, you’re not the first person who’s made those mistakes before.
Here are the most common copywriting mistakes I see (and how to fix them!)
1. Making it all about you
Copywriting is all about convincing someone else to buy from you — not bragging about how great you are.
However, I know you already know this!
99% of the time, when I see copy that is too me-centric, it’s because the writer genuinely doesn’t know what else to say. Or, they’re worried about sounding too salesy if they write outside their comfort zone.
If you’ve been in this position before, I’m guessing your internal monologue goes something like this:
“Hmm… ok, I really need to ‘sell myself,’ so I guess I’ll talk about my qualifications? And what I do for people? And… I suppose I need to show how passionate I am about this work, so I’ll talk about my mission statement too?”
“Ok, I should probably talk about my degree too. And that award I won that one time.”
“Maybe I should mention that I’m married and have 2 kids and a dog too, just so they know I’m human, right?”
“Ok, this copy is good… right?”
END SCENE.
The end result of this line of thinking? A lot of copy that is about you, but doesn’t really convince people to buy from you.
If this is you, here’s my scorecard:
What you got right: You do need to talk about yourself and paint yourself as an expert, so your instincts are correct there.
What you got wrong: This copy is all about you. You’re the main character here, but it doesn’t really include the reader in the journey. It reads more like a resume than a convincing piece of copy.
How you fix it: Instead of talking about “what you do” you need to talk about “what they get when they work with you.” It’s a subtle shift in perspective, but it actively includes the reader in the story you’re telling, instead of just talking about yourself the whole time.
2. Using industry jargon or buzzwords
If you’ve been a perpetrator of jargon or buzzwords in your copy, I’m definitely not going to hold it against you.
However, this is one of the most annoying mistakes I see in DIY copy.
Corporate or jargon-filled copy, or buzzword-y copy wears the mask of “looking legit,” while ultimately falling on deaf ears.
If you’ve fallen into the trap of using jargon or buzzwords to write your copy, this is what I’m imagining your internal monologue sounds like:
“Ok, I really need to sound like I’m worth it in this copy, and my competitors are using words like ‘bespoke’ and ‘purpose-driven’ in their copy, so I should definitely use some language like that!
“Also, ChatGPT says I sound more ‘professional’ with this kind of copy.”
“Maybe if I use the word ‘strategic’ people will know I’m really an expert?”
“No matter what, I have to make sure people know I’m definitely ‘worth it!’”
END SCENE.
Did you catch what I see when I’m looking at copy written in this frame of mind? It’s incredibly insecure.
Again, I don’t hold this against you! But most of the time, I find that businesses relying on buzzwords or jargon either don’t know how to communicate about their business, OR they’re concerned about measuring up against the competition in their industry.
If you’ve been in this position, no worries! Here’s your scorecard:
What you got right: Wanting to come across as legit and worth your value is important! You can still stand strong in your industry, even if your competitors have years of experience and accomplishments ahead of you.
What you got wrong: Just because a bunch of people in your industry use buzzwords and “profesh” sounding jargon does not mean you should do that as well. In fact, departing from these overused words is a huge opportunity to be the breath of fresh air in your industry that people are definitely craving.
How you fix it: My favorite question to ask people to help them break out of the buzzword frame of mind is, “how would someone who has no idea about your industry describe what you do?” When framed this way, you can break out of the buzzword chokehold and get a bird’s eye view of how your business should be described.
3. Not speaking to their problems (or picking the wrong problems to address)
If you’re DIYing your copy, you’ve probably learned at least a few basic copywriting principles. One of those is that you have to speak to the problems your audience is facing.
However, speaking to those problems, picking the right problems, and getting specific about those problems is definitely something often missed in DIY copywriting.
Sometimes you even think you’ve picked the right problem to speak to, but when you dig deeper, it’s actually something else.
For example, have you ever thought about the subtle difference between feeling “frustrated” and feeling “overwhelmed”? They’re similar, but the subtle shift could be the difference between them feeling like you truly understand them or not.
If you’re struggling to find the specific problem your audience is facing that you can help solve for them, here’s where I think your mind might be:
“Ok, I need to show them I understand their problems, so maybe I’ll create a list of problems I can help them with? That way they can see how versatile I am.”
OR
“I help them solve their [insert your service here] problem, duh.”
OR
“Problems? Don’t I just need to talk about my services??”
Ok, this one is admittedly a little tricky, since I see multiple ways this mistake can pop up.
So if you relate to the confusion here about speaking to your audience’s problem, here’s your scorecard:
What you got right: Problems are important! It’s good you’re thinking about all the different problems your services can solve for your target audience.
What you got wrong: The devil is in the details, and if the details on the problem you’re solving for them are murky, your reader will not feel seen, heard, and understood in your copy.
How you fix it: If you’re a service provider, pick one specific problem your target audience is facing and focus on that in your copy. Maybe you help them “overcome overwhelm” or “simplify their workflow” or “beat procrastination.” Dive into the devil in those details for that specific problem, rather than splitting your attention across multiple problems.
4. Not positioning yourself as the solution to their problems
Ok, fixing that last mistake will definitely make this mistake easier to fix.
Oftentimes, if I’m auditing someone’s copy who understands that they need to speak to a specific problem, they’ll miss that they need to position themselves as the solution to that problem.
On websites specifically? This one is huge. This could be a big reason why your website isn’t converting.
→ So, if you’ve identified that your target audience is struggling with burnout, you need to then show them that you’re the solution to their burnout.
→ If they’re struggling with overwhelm in their bookkeeping, your signature service is the key to relieving that overwhelm.
→ If they’re anxious about not with getting sales from their website, your design services need to be the solution to their sales anxiety.
(Ok, I’m not going to do a monologue for this example because you get it, lol.)
If you’ve been skipping positioning yourself as the solution to their problem in your copy, here’s your scorecard:
What you got right: You’ve identified the problem they’re struggling with! If you’ve gotten specific on how they’re feeling about that problem, that’s even better.
What you got wrong: Just because they have that problem and are feeling those feelings does not mean they will connect the dots themselves that you will solve that problem for them.
How you fix it: Don’t rely on their own reasoning to connect the dots for them. Literally spell it out for them on how you have the solution to their problem, then all those negative feelings they have about that problem? They’re about to go away.
5. Taking “clear over clever” copywriting advice too seriously
Ah yes. Ye olde “clear over clever” copywriting advice.
Tell me this: does your target audience have a sense of humor? Are they smart or clever even a little bit?
If so, being clever AND clear in your copywriting is going to be a huge boon for your conversion rate.
And listen: I get that if you’re new to copywriting, trying to be clever should not be your priority. Just master the basics first.
But after that? If you can show your sense of humor, relatability, and human-ness behind the brand, that will only help people trust you more.
In this competitive day and age? Being clever in your copy is literally an asset like any other sales tool.
What you got right: Yes, you want to make sure you are clear in your copy. The basics of convincing copywriting still apply, no matter what your offer or audience is.
What you got wrong: If you’re scared of being clever in your copy, you’re missing out on ways to connect with people and be memorable. Being clever can amplify your message, not diminish it.
How you fix it: Play around with conversational, relatable copywriting. Read this blog post on how to sound more conversational in your copy. Add in your favorite references, phrases, or other ways you can show people how human you are.
Writing copy is hard, but you don’t have to do it alone (or at all)
If you’re reading this and cringing a little inside at the copywriting mistakes you’ve made in the past, no worries. It takes a lot of practice to get good at copywriting, and it ends up being just as much an art as it is a science.
If you want me to audit your copy so I can point out specific copywriting mistakes you’re making, and tell you how to fix them? Book a Website Roast here (I’ll roast your copy so you can make more sales!)
If you want me to fix your existing copy? Book a VIP Day with me here.
Looking for a different kind of service, or you want me to just write all your copy for you? Check out my copywriting services here.
